Xbox 360 US price cut is not about turning “profit today”

By Patrick Garratt, Thursday, 4 September 2008 07:53 GMT

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Speaking on the now-confirmed American price drop for Xbox 360, Toan Tran, analyst with Morningstar has pretty much summed up the move: it’s about selling boxes right now at the expense of profit.

“Microsoft wants to drum up demand for the holiday,” he said. “Microsoft’s long-term vision for the Xbox is not to turn a profit today.

“It’s a way to get a foothold into people’s living rooms.”

Microsoft confirmed overnight that all Xbox 360 SKUs are to be dropped in price in America tomorrow, with the Arcade cut to $199; the Premium pack moving to $299; and the Elite now costing $399.

The Arcade is now significantly cheaper than Wii in both the US and Japan.

Indications are now pointing to a European drop in a similar vein, although there’s been no official comment on the possibility of another drop on the Continent from Microsoft as yet.

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